HEALTH.
From ancillary insurance for high-severity surgery to MENTAL HEALTH INSURANCE COVERAGE TO a collective insights platform for multiple myeloma treatment, I have leveraged my neurobiology and health background to support deeply complex, high-impact healthcare startups.
CARE MADE CLEAR.
CHALLENGE
Employer Direct Healthcare (EDHC) is a carve-out or supplementary benefit for high-severity, low-frequency medical cases that result in the brunt of healthcare-related costs to employers. Their flagship product, Surgery Plus, had been gaining traction and reducing employer surgical costs by nearly 50%.
With this success rate under their belts, EDHC needed to overcome low awareness and utilization of their cost-saving healthcare benefits while expanding into new service lines – namely, an even higher-risk, higher-cost cancer offering. They sought a more human brand face and an architecture to support multiple solutions in a complex, high-stakes industry.
PROCESS
We conducted comprehensive stakeholder research, creating detailed personas to inform the brand and messaging. This led to a new brand platform centered on "transforming access to excellent care for the cases that matter most."
We renamed the company and product lines, developed a scalable brand architecture, and created a refreshed visual and verbal identity. Our work encompassed sales collateral, member materials, websites, and videos. We also recruited a top-tier CMO to steward the new brand.
IMPACT
The rebrand was swiftly implemented across all assets, emphasizing the mission of "transforming access to excellent care."
Post-engagement, EDHC secured $92 million in investment, reaching a $1 billion valuation. They've since expanded their executive team, and are using their new capital to expand their partnerships and oncology platform as they continue to scale.
Work Done
Competitive Analysis
Stakeholder Interviews
Qualitative Surveys
Persona Development
Brand Platform
Company and Product Renaming
Sales and Customer Collateral
Website Copy and Redesign
Client
Employer Direct
Status
Series A
$93M raised
PROVIDING FOR PROVIDERS.
CHALLENGE
Headway, a rapidly growing three-sided marketplace serving mental healthcare providers, patients, and insurance companies, faced a critical juncture in its evolution. Having launched in April 2019 and now powering 300,000 appointments per month, Headway needed to reposition itself from a mere billing tool to a comprehensive "practice partner" for mental healthcare providers.
This shift was crucial to drive deeper brand engagement and loyalty. Moreover, Headway's exponential growth necessitated winning providers' trust and collaboration around new compliance guidelines, essential for the long-term viability of the business.
PROCESS
West charged ahead on a focused 60-day sprint, serving as special ops for Headway's brand and marketing. We concentrated on two main workstreams. First, we developed a compliance rollout strategy for over 24,000 providers, which included crafting a content strategy, key messages, and designing an interactive one-page guide to provide timely information and tools for maintaining compliance.
The second workstream involved creating a support program for high-utilization providers. This included journey mapping and developing a comprehensive playbook for Headway's internal team, along with visual design for essential assets. Throughout this process, we employed strategic messaging to promote provider compliance and build trust during a potentially confusing time.
IMPACT
The campaign rollout to tens of thousands of users was met with positive reception from both internal stakeholders and external providers. This success was further validated when Headway was invited to ring the Nasdaq's opening bell, recognizing their commitment to mental health.
The long-term impact of our work became evident when Headway secured a $125 million Series C funding round, achieving a $1 billion valuation. This round, led by Spark Capital with participation from Thrive Capital, Accel, Andreessen Horowitz, and Health Care Service Corp, underscored the effectiveness of the repositioning and compliance strategies in solidifying Headway's market position and future growth potential.
Work Done
Content Strategy
New Offering Rollout Strategy
Key Messages
One Pager Copy
Journey Mapping
Growth Playbook
Verbal Guidelines
Client
Headway
Status
Series D
$325.5M raised
$2.3B+ valuation
STrENGTH IN NUMBERS.
CHALLENGE
All4Cure, a pioneering oncology platform drawing from collective insights and real-world data, needed to scale its impact by resonating with more patients, clinicians, and researchers. Their goal was to empower oncologists and patients with comprehensive data to improve treatment choices. However, to achieve this, they needed to secure their Series A round. The challenge was to create a compelling brand narrative and strategic framework drive adoption and to support their Series A fundraising efforts.
PROCESS
We embarked on a two-phase approach, encompassing brand foundations and pitch deck strategy. For the first phase, we collaborated closely with the All4Cure founder and COO, their technical team, investors, and a network of oncologists to create a clear, powerful brand platform and refined business model. This involved crafting core messaging, value identification, and product renaming that would resonate with all stakeholders - investors, patients, clinicians, and researchers.
We then leveraged the new brand messaging, refined business strategy, and positioning to develop All4Cure's Series A pitch deck narrative. Drawing from extensive experience with startup pitches, we optimized All4Cure's positioning for their upcoming fundraising efforts, and coached their founder to have the appropriate voiceover, delivery, and Q&A approach for a variety of investor types.
IMPACT
This foundational work provided All4Cure with a solid base for all future communications. The new messaging clarified their unique value proposition, rallying their internal team and clarifying a convoluted business model and granular clinical approach to a range of external audiences.
The refined pitch deck, built on this brand foundation, positioned All4Cure strongly for their upcoming $50M Series A round. This strategic framework not only supports their immediate fundraising goals but also lays the groundwork for future expansion and outreach efforts, setting the stage for increased engagement from the medical and scientific communities and, ultimately, improved patient outcomes.
Client
All4Cure
Status
Seed
Work Done
Stakeholder Interviews
Qualitative Surveys
Market Research & Insights
Mission & Vision
Opportunity Analysis
Value Identification
Business Model Refinement
Audience Messaging Guides
Investor Relations Strategy
Fundraising Strategy
Pitch Deck Design & Creation